Today, Lao Xie will talk about the key points of soft articles. I hope it will be helpful to webmasters.
Starting from consumers' lives, we use story-based guidance to impress readers and keep them reading.
The most successful operation of this model is Sofitel soap. At that time, Sofitel papaya soap, which was priced at 9 yuan, attracted a large number of young female consumers with its vivid story description and miraculous papaya whitening effect. Unique in the soap market. In fact, the skin whitening effect of papaya is not necessarily that miraculous, but Softe has captured the strong desire of ordinary women to remove spots and whiten their skin, and uses the unique papaya fragrance to give the product a mysterious feminine flavor, which not only makes its soft text attractive Can't stop, also effectively promotes purchases. We should also see that although Soft’s soft article is exaggerated and somewhat unbelievable, its content is actually derived from the truth. For example, when it comes to Japanese starlets with freckles, some people may think it is a false story, but there is no way to go to Japan to verify it. However, this starlet is really the spokesperson of Soft in Japan, and Soft uses her very cleverly. The reason why the freckles on her face cannot be removed is because they represent her image. The recommendation is that if you have a freckle that looks like a celebrity symbol, it is best to be careful when using Soft Papaya Whitening Soap. In fact, everyone knows that it is difficult to remove spots, not to mention that washing soap every day can remove them, but Soft's promotion really makes people remember its products. Speaking of this story, I can't help but think that if Cao Ying was known to the public in the entertainment industry as she is today, Sofitel would definitely ask her to be its spokesperson, because she has an image mole that cannot be removed. From this story, we can see that being good at using certain objective phenomena skillfully, refining the benefits of products from another angle, and organizing some vivid stories is not as simple as imagined, nor is it aimless, but a manifestation of in-depth thinking and creativity. .
After the goal is established, the release of soft articles must follow the principles of continuity and planning.
Director Guo of the CCTV Advertising Department said with emotion that if an idea or statement is not repeated over and over again, it will still be impossible for people to remember it. If Mengniu’s milk commercial for astronauts was not aired every day, repeatedly, and in different ways, our people might not buy it. Because when it first came out, it only borrowed the concept of satellite launch and docking, which was somewhat far-fetched. When people excused its fashionability, they didn't particularly think of Mengniu Milk at all. However, as this commercial aired longer and longer, a new version was later released that talked about the concept of milk specifically for astronauts. Especially when the manned satellite incident had faded from the media's attention, it was still airing, causing people to have doubts about China. Therefore, the slogan of Mengniu milk to strengthen the Chinese people was deeply rooted in the hearts of the people. People began to accept the product understanding that "drinking Mengniu milk is the most beneficial to the body." Mengniu quickly became the number one brand in the dairy market. Therefore, the same is true for soft article publishing. Only continuous and planned soft article operation can truly achieve promotion results. Still Soft, which almost always used soft articles as its main method in the next one or two years. Its promotions were seen in newspapers in various cities across the country. The stories were one after another, not repeated, but quite related. It's exactly the same when it comes to product descriptions. The purpose is to repeatedly tell a concept. Basically, many products regard at least half a year as a stage when operating soft articles, and report in the newspaper at least once a week within half a year. Only such hard work can achieve results. Therefore, although the cost of soft articles is low, the total investment still has a certain weight, and companies must make this determination.
Appropriate exaggeration. After finding the supporting points, you must make some exaggerated descriptions of the product benefits. Do not stop at general descriptions, and the language must be colloquial.
This kind of exaggeration is by no means made out of nothing, but based on collecting and analyzing all the information, making appropriate and well-founded exaggerations, and hitting the hearts of customers with a humorous and legendary tone. This can also be called packaging for product promotion, such as Haier’s oxygen bar antibacterial light. If you are familiar with air conditioning technology, you will understand that its oxygen bar is a negative ion generator and the antibacterial light is an ultraviolet light tube. But Haier is very smart. It borrowed some popular words and made appropriate metaphors to exaggerate the efficacy of the product, becoming the most well-known healthy air-conditioning brand in the industry. Another example is the detoxifying and beauty-beautifying capsules. Panlong Yunhai was the first to make this product. It also exaggerated the effects of detoxification and beauty-beautifying, and thus opened up a new market. There is also mite removal. Scientific surveys show that only a few people are really troubled by mites. However, mite removal products say that mites are everywhere and everyone has them, so the market is opened again. Because the above-mentioned products do not make false advertisements, and their rhetoric is reasonable to a certain extent. It is just that the reasons for the publicity are appropriately exaggerated, which psychologically affects people's pursuit of health. Therefore, this operation method has its own merits. Success. However, you need to be careful not to exaggerate or make false advertising. Especially when talking about the efficacy, we should not go beyond the limitations of the product itself and make exaggerated claims, otherwise it will inevitably be investigated and punished, causing unnecessary losses to the company.
Cooperate with professional pages to select cutting-edge content with news value, making soft articles truly paid news.
This kind of operation is mostly used at a certain stage, such as when a new product is launched or a certain public relations activity is underway. A relatively successful case is Queer Beverage. When it was first launched, it published a series of classic soft articles in conjunction with TV commercials and offline activities, which greatly impressed people in the advertising industry. Coca-Cola itself is the subject of news reports, and reporters always rush to publish its actions. Therefore, when Queer went public, they considered using the Coca-Cola corporate brand. The titles of the soft articles were very news-oriented, such as: Coca-Cola invested 100 million to build a Queer beverage brands (100 million is enough to attract attention), character marketing enters China (a brand new term to the press), advertising directors talk about character marketing (as an advertising agency staff rather than corporate staff, there is no suspicion of self-promotion) . Although these articles appear in news and special issues, they are published frequently in a short period of time, which is undoubtedly the result of corporate operations. It can break through the censorship restrictions of paid news and boldly display the names of companies and products in the title, indicating that the title itself has The strong journalistic nature also proves that the advertising company that operates this set of soft articles for queer people is extremely creative. And these contents are all excavated through hard work, not based on imagination. When we were planning for the 3M Thinsulate Dalian Fashion Festival, we also took into account the uniqueness of the promotion and invited two famous fashion designers, Deng Dazhi and Bo Tao, to attend the on-site press conference. This made the event highly valued by the Fashion Festival Organizing Committee, especially Arrange on-the-spot interviews with TV stations, publish soft articles as paid news in newspaper news pages, and directly reveal the names of companies and products. This kind of soft articles can truly reach the highest level.
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This article was first published by Lao Xie on admin5.com, welcome to reprint!~~